Presentation tips from McKinsey’s Gene Zelazny
September 11th, 2006Presenting in person is an activity that is probably not getting the airplay it deserves in today’s sales and marketing environment. The focus is squarly on what the internet and technology is doing/can do for us, which is logical considering the impact it is having, the exciting new ideas around and the need to navigate our way through this maze of new “stuff”.
But presentations are still at the core of what we do. We present as sales people, as marketing managers, as entrepeneurs, CEO’s, teachers.
Not only that, it is often the real pointy end.It is where marketing results are presented (and sold), where prospects are won over, where banks give loans, where students either engage or switch off.
Two people, Gene Zelazny and Cliff Atkinson have really focused my mind on the essence of good presenting. Here is my take out, but make sure you read the interview and have a look at the web presentation by Cliff.( UPDATE: Michael McLaughlin sent me this link to this interview with Cliff. Thanks Michael)
1. Write down what you want peolple to do at the end of the presentation. Setting a goal like this will ensure that you stay focused.
2. Start with the key messages you want to communicate before you start creating anything.(From the interview with Gene):
McLaughlin: When you review a presentation, what is the most common piece of advice you provide to improve its quality?
Zelazny: I ask this question: what would you say and show if you had only two minutes of your audience’s time?
3. Create a script of your presentation to guide your story. You are telling a story not presenting facts.
4. Use visuals aids as aids, not the focus of your presentation. The presenter is the focus.
5. Stop thinking about yourself; put yourself in the seats of the audience members.(That line could go into any article on marketing or sales)
September 11th, 2006 at 10:12 am
Here’s a link to an interview with Cliff Atkinson. I agree with you that he’s got great ideas on putting together powerful presentations.
http://www.managementconsultingnews.com/interviews/atkinson_cliff_interview.php
September 11th, 2006 at 11:29 am
Thanks Michael; I’ve included the link in the article as well. Simplicity in communication is the next frontier, isn’t it?
September 11th, 2006 at 9:26 pm
Gene is great. I met him once at the McKinsey introductory training program (ITP) in the little town of Lane End, just outside of Oxford, England. I have both his books, which are great. “Say It With Charts” (4th. ed.) has a table on p. 27 to help you choose which chart to use. That table inspired my own effort to create a larger one, which I have posted on my website.
September 12th, 2006 at 6:41 am
Thanks Andrew. That chart is very helpful; I don’t think I’ve ever gone beyond the pie and bar charts simply because I don’t know the appropriate use of other charts. So this is one that I’ve downloaded.